De-influencing is a social media trend in which creators deliberately advise their community against buying certain products instead of promoting them. Typical formats are “Don’t buy this” or “This wasn’t worth it for me” – often about hyped beauty or fashion items that cost a lot and deliver little.

The trend emerged as a counter-movement to constant purchase recommendations and brand deals. Many followers see de-influencing as more honest and credible, because it shows that a creator doesn’t recommend everything they receive.

For you as an influencer, de-influencing can strengthen your authenticity. But be careful: criticism of a product must be factual and true, otherwise you risk legal trouble with the brand. And if you recommend a competing product at the same time and get paid for it, that is still advertising – and must be labeled as such.

See also: Creator, Follower, Authenticity, Advertisement.